Decorator Profile
us sending out freebies. This was someone who loved and trusted our brand and bought from us and want to promote us because we have given them an amazing, quality product,” explains Ayesha.
If you happen to take a look at Bored Angels on Tik Tok, you’ll notice Ayesha’s striking set of nails. She gets them specifically done for each video and she says doing so has really upped their look on social media, especially as her hands are featured so much in each video. So many of their followers asked how she handles an embroidery machine with her nails, which has led her to cover this topic in her Tik Tok videos.
Not stopping at Facebook, Instagram and Tik Tok, the girls have also launched their own YouTube channel, where they upload regular tutorials and vlogs.
Personalisation requests The pair are constantly bombarded with personalisation requests from their followers, but at the moment have chosen to stick with a range of stock designs which sell like hotcakes. Their designs are very much inspired by their childhood of growing up in the 90s and 00s, and watching films such as Clueless, 10 Things I Hate About You and Scream. They also bring out seasonal designs for occasions such as Valentine’s Day and Christmas. Gildan Heavy Blend and Fruit of the Loom Premium are the girls’ brands of choice. “We have tired to create a product that we would wear ourselves. Each product has been tried and tested by us personally. We found other brands were just too thin to embroider. Even our packaging is premium. Videos of boxes being unpacked is really popular on Tik Tok, so it was important to us to get our packaging right,” says Ayesha. Detail and the personal touch is extremely important to the girls and they even hand stitch their own neck labels into their sweats. “I tell you, my fingers at Christmas were numb,” Ayesha laughs!
You might be wondering about the sisters’ background. Well, here’s where it gets interesting. Karima is currently studying for a Master’s Degree in Architecture
www.printwearandpromotion.co.uk
The popular frog in a cowboy hat was inspired by one of Bored Angels’ Tik Tok followers
at Glasgow Art School and is due to graduate this summer, while older sister Ayesha studied Business with English Literature at a university in Dubai. Taking this into account, it’s Karima who uses her creativity to create the designs and digitise the artwork, with Ayesha focusing more on the business side of the brand and the social media. Neither girl had used an embroidery machine or had experience in digitising before launching Bored Angels.
“It’s amazing what you can learn on YouTube!” laughs Ayesha. Although saying this, they have received expert advice along the way from James McGuire, an independent sewing machine specialist based in Scotland, and their thread supplier, Madeira UK. At the moment they are working closely with Madeira to learn how to create 3D embroideries and how to integrate high conductive embroidery thread into their designs, with the goal of bringing out a design at Christmas that either lights up or plays music. “Partnering with Madeira is a big move for us. We are over the moon they found us on social media and reached out,” says Karima.
Method of choice
Embroidery was always going to be their garment decoration method of choice. While doing their research they dabbled with print, but were not a fan and loved the premium look that comes with embroidery. Embroidery also gets a big
thumbs up from their followers. Both Ayesha and Karima are confident that they would like to continue with Bored Angels for the foreseeable future and see it as a viable career path. The ultimate game plan is to open a coffee and retail shop, where fans of the brand will be able to pop in for a hot drink while watching their sweatshirt be personalised live in front of them and jump into a Tik Tok video while they are at it. However, before they run, they must first learn to walk. The pair first plan to upgrade their current single-head embroidery machine to the Tajima SAI compact embroidery machine which has eight needles and then progress on to a four-head model from Tajima, which will enable them to embroider four times as quick.
“This should really help us out with the Christmas rush,” says Ayesha. Eventually upgrading to a four-head will also help Bored Angels move into the B2B market and pick up work from local businesses. The girls have even got their eye on the Coloreel instant thread colouring unit. “It really is an amazing industry with all of this incredible technology and we just want to be a part of it. We see such a future in embroidery,” adds Ayesha. It’s clear that the pair love what they do and if they continue down this path, they will certainly have a successful brand and business that will set them up for life.
A Valentine’s Day design which could be personalised with a date of choice
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